We are here to "do a job" The framework explains why some people "hire" (buy) products and why certain tradeoffs are made in our customers' mind.

1. Jobs to be Done
In Product Marketing
5 key takeaways

2. “I’ve heard of it… just not sure what it really is…”
What is it?

3. Jobs-to-be-done:
Explains why people make buying
decisions
Product Marketing:
Process of bringing products to market

4. 1.
We are here
“to do a Job”

5. Life meets struggling moment

6. Product/ Service to
remove struggling
moments

8. When you are bored

9. When you are bored

10. When you are stressed at
work

11. When you are stressed at
work

12. 2.
Perceived
Progress

13. When you are stressed at
work

14. When you are stressed at
work
Project management
vs
Holiday at the beach

17. 3.
Triggers

19. Stressed at work?

20. Stressed at work?
…lots of people are.

21. Stressed at work?
Promotion hinges on the next
project

22. Stressed at work?
Burning the midnight oil on some 4
month project

23. 4.
It is a flow

27. Research Accoms.

28. Research Accoms.

29. 5.
Design for
Progress

30. Jobs-to-be-done:
Get to work on time

31. Jobs-to-be-done:
Get to work on time

32. Features that matter…
Loud
Sleep-
inducing
Fast

33. Product Marketing
takeaways

34. 1. During Customer Research,
Look for the “Job-to-be-Done”

35. 2. When Advertising,
Highlight perceived progress

36. 3. When Targeting
Look for Psychographic or
Behavioural triggers

37. 4. In Product Design,
Stop and start your product at good
points in the flow

38. 5. When Copywriting,
Highlight features that matter to
the job

39. Thank you
Blog: https://blog.product-lens.com/
@product_lens
https://www.facebook.com/
TheProductLens/